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Task 3: Tools

Tools used

  • Sponsored shopping results on Google
    • Affiliate shops/retailers
  • Right information sidebar
  • Their own analytics; remarketing tracking, URL parameters
  • Their own ad system
  • Access to purchase history
    • Their own product range; ‘Amazon certified to work with Alexa’
  • Facebook advertising / Google advertising

 

Tools that could become useful

  • Their own targeted website / microsite
  • Bundled offers with services (i.e. 10% off any other Alexa compatible products)
  • Including third-parties, have tracking for referrals, referral schemes

 

SEO techniques / other techniques

  • Google Ads at top of SERPs
  • Call to action
  • ‘Hard sell / pressure buying’ e.g. amount of people buying, stock levels etc
  • Focus on less-abled target audience

 

KPIs

  • Retain seasonal sales all year round
  • Increase market share, retain users in ecosystem

 

ROIs

  • Locked into eco-system, want more products in Amazon range
  • Website spend; dedicated website
  • More variety – aim at a target audience of younger people and older people as one campaign to combine audiences; family
  • Plus bring existing range to popularity

Task 3: Range of tools for given brand

Tools to deliver an effective digital strategy

For the following tools, please provide:

  • What they are and a link to their website
  • What they are used for (i.e. tracking or targeting), with an example reason for usage
  • Advantages/disadvantages
  • Example implementation (i.e. does it require code to be added to the website?)
  • Possible legal implications (i.e. GDPR; tracking, identifying a user)
  • How they relate to your chosen brand. If they don’t relate, include how they could be incorporate. If they do relate and aren’t working, include why you think they should be changed.
  • Any other useful information

Tools

  • Google Analytics
    • Statistics
    • Event tracking
  • Calltracks
  • Mouseflow
  • Google Ads (previously known as Google AdWords/DoubleClick)
  • Facebook Ads
  • Mailchimp
  • Any other tools you find useful, e.g. LinkedIn Ads, Google Ads, Campaign Monitor

Keywords to include

  • Pay per click (PPC)
  • Advertising campaign / targeted advertising
  • Metrics
  • Key performance indicator (KPI)
  • Return on investment (ROI)
  • Internet marketing
  • Event tracking (notable to Google Analytics)
  • Tracking pixel (notable to Google Ads, Facebook Ads)

Task 2: digital strategy of a brand

Analyse, providing justification, evaluation and critical reflection, a digital strategy of a brand that has excellent marketing and is known for having a well put-together digital strategy.

 

You should focus on:

  • Advantages and how they gain results
  • Processes and tools used, including Search Engine Optimisation (SEO)
  • Assuming the Key Performance Indicator (KPIs) and Return on Investments (ROIs) of the chosen brand
  • SWOT analysis
  • SMART goals
  • USPs

 

 

Amazon

Alexa

 

Advantages and how they gain results

  • Trusted brand, well known
  • Worldwide
  • Add in some more detail

 

Processes and tools used, including Search Engine Optimisation (SEO)

  • Sponsored results at the top of Google search
  • Right side information box plus information
  • SEO optimisation; unique term – monopolised
  • Google Ads
  • Paid reviews – from trusted websites,
    • Influencers on social media
    • YouTube: expand on ethics
  • Black Friday deals, known for massive reductions
  • Linked in Amazon and makes it easier to buy products
  • Amazon ads
  • Free trials; hooked

 

Assuming the Key Performance Indicator (KPIs) and Return on Investments (ROIs) of the chosen brand

  • KPI: maintain brand, trying to enter new markets and become a market leader
  • ROI: spending to build and maintain but then have data, locked into ecosystem; films, music, delivery and purchasing products. Potentially picking their preferred product when using voice commands to shop. Lots of data, able to use for marketing

 

Data is free to give but most valuable to the company.

 

SWOT analysis:

  • Strength: established brand
  • Weakness: competitors; eBay
  • Opportunities: future products
  • Threats: end user privacy worries, competitors (Google Home, Apple HomePod etc)

 

SMART goals

  • Specific: one in every house, at least (advertising as multiple per household)
  • Measurable: linked in household, able to tell location
  • Actionable: lock people into ecosystem
  • Relevant: Black Friday, sales, lazy people, more reliant on technology (talk)
  • Time-bound: sales, discounting sales of old generation before new version

 

USPs

  • Voice commands
  • Personalised
  • Companionship for older generation
  • Cross-generation
  • Searches

 

To contrast; lacking common knowledge as a result of being reliant on technology.

 

 

Task 1: Brand case study – evaluate the need

Evaluate the need

  • To make customers aware
  • Advertise new direction/product of a business
  • To continue success

 

Importance for organisational success

  • Bring money in
  • Cheaper than offline marketing
  • More online users than ever before; broader marketspace, i.e. worldwide, rather than just based in a specific location

 

Outline the successes of the brands that market themselves well along with the drawbacks of those that don’t. Pick out examples of what belongs to a digital strategy, such as using mailing lists, having a consistent social media tone, personalisation, targeted advertisements or other relevant tools or processes. Also outline how these brands would perform without a digital strategy.

 

Apple

World’s leading technology firm selling consumer products.

 

Good Bad
Unique advertising; trendsetters Could be over-advertised
A lot of money available to spend on digital marketing – can dominate and ‘buy out’ ad space Dominating; smaller companies don’t stand a chance
Good product range Stereotype of audience

 

Digital strategy examples

  • Mailing lists for all of their services/products
    • Apple Music / album launches
    • Product launches
    • Anything Apple can advertise as ‘new’
    • This is broad advertising, not specific to what a person owns, i.e. someone without an iPhone will receive iPhone case emails
  • Google Ads: https://ads.google.com/intl/en_uk/home/
    • Unique names for all their products
    • Mobile networks are resellers, so these also use Google Ads to get people to buy from their network
    • Resellers paying for advertising?
    • Product base-pricing; i.e. no increase to consumer per reseller
  • Social media presence
    • Not needed; speaks for itself
  • Video marketing

 

Without a digital strategy

Probably no different without a digital strategy, so well-known already. Their popularity means they don’t need to pay for advertising.

 

eBay

 

Digital marketplace; buy and sell. Consumer, with retailers now getting on board. Big names getting involved, like Argos.

Good place for big names to sell ‘unsellable/reject’ items.

 

 

Good Bad
Money saving – big names sell lower priced items, everyone wants to save money Easy to get confused – can be easily mislead, trust based
Good way to make money – saves overhead costs Potential of counterfeits
PayPal integration/buyer protection – ‘safer’ payment gateway No specialisms; large space makes it difficult to find things. Lazy customers could be put off

 

Digital strategy examples

  • Video marketing
  • Google Ads
  • Facebook advertising (i.e. feed can show products previously looked at)
  • Sponsored listings on third-party services, i.e. Google Shopping
  • Their own sponsored product listings, can be used for brands within their marketplace
  • Recognisable branding; bright vibrant colours

 

Without a digital strategy

  • Still be known
  • Fair to say reduction in sales
  • Lose business (i.e. third-parties may not wish to sell their products through eBay)

 

 

 

 

 

Coca Cola

Umbrella cold drinks-based company.

 

Good Bad
Not just sugar-based drinks; even sell water Targeted by ‘sugar police’
Variety of products Relationship between fast-food and Coca Cola
Using the same name for different flavours, i.e. ‘Coke Zero’, ‘Coke Life’ Health

 

Digital strategy examples

  • Personalisation of bottles/packaging
    • Not just names
    • Theme/event based
  • Google Ads
  • Targeting associated brands to market their other brands, i.e. Dr Pepper to market Coca Cola
  • Christmas advertisement (video streaming platforms)
    • Evokes memories
  • Many ‘related products’ because it’s an umbrella brand
  • Good social media – subtle, but informative
  • Good presence on online retailers, using sponsored results, i.e. searching for Pepsi brings up Coca Cola
  • Cinema/film related; product placement (not always online but always there and evident in videos watched online, i.e. YouTube)

 

Without a digital strategy

  • Not just online or ‘one product’, i.e. offline marketing helps
  • Potentially a lack of influx of sales but not enough to make a difference to sales figures